Маркетинг менеджмент. Экспресс-курс
Шрифт:
Для дополнительного изучения темы финансового анализа см. Peter L. Mullins Measuring Customer and Product Line Profitability (Washington DC: Distribution Research and Education Foundation, 1984)
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Robin Cooper and Robert S. Kaplan, «Profit Priorities from Activity-Based Costing», Harvard Business Review (May-June 1991): 130—135.
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Jack Neff, «P&G, Clorox Rediscover Modeling», Advertising Age , March 29, 2004, p. 10.
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«Sony Says PSP Sells More Than a Half Million Units in Its First 2 Days», Wireless News , April 10, 2005, www.10meters.com; Nick Wingfield,
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«Real-World RFID», Information Week , May 25, 2005, www.informationweek.com.
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Mara Der Hovanesian, «Wells Fargo», BusinessWeek, November 24, 2004, p. 96.
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Emily Sweeney, «Karmaloop Shapes Urban Fashion by Spotting Trends Where They Start», Boston Globe , July 8, 2004, p. D3.
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См. «In-Flight Dogfight», Business 2.0 , January 9, 2001, pp. 84—91; John Blau, «In-Flight Internet Service Ready for Takeoff», IDG News Service , June 14, 2002; «Boeing In-Flight Internet Plan Goes Airborne», Associated Press, April 18, 2004.
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Bruce Nussbaum, «The Power of Design», Business Week , May 17, 2004, pp. 86—94.
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Elizabeth Roger D. Blackwell, James S. Hensel, Michael B. Phillips, and Brian Sternthal, Laboratory Equipment for Marketing Research (Dubuque, IA: Kendall/Hunt, 1970); and Wally Wood, «The Race to Replace Memory», Marketing and Media Decisions , July 1986, pp. 166–67. См. также: Gerald Zaltman, «Rethinking Market Research: Putting People Back In», Journal of Marketing Research 34, no. 4 (November 1997): 424–37; Andy Raskin, «A Face Any Business Can Trust», Business 2.0 (December 2003): pp. 58—60; и Louise Witt, «Inside Intent», American Demographics (March 2004): 34—39.
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Witt, «Inside Intent», pp. 34—39.
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См. Kevin J. Clancy and Peter C. Krieg, Counterintuitive Marketing: How Great Results Come from Uncommon Sens e (New York: The Free Press, 2000).
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Barbara Thau, «Target Has Home, Expansion in Its Sights», HFN, May 23, 2005, p. 4; Janet Moore and Ann Merrill, «Target Market», Minneapolis-St. Paul Star Tribune, July 27, 2001; «Hitting the Bulls-Eye: Target Sets Its Sights on East Coast Expansion», Newsweek , October 11, 1999.
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Более детальное обсуждение можно найти в работе: Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy, Marketing Models (Upper Saddle River, NJ: Prentice Hall, 1992).
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См.http://www.census.gov/epcd/naics02.
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Gerald Celente, Trend Tracking (New York: Warner Books, 1991).
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Donald G. McNeil Jr., «Demographic “Bomb” May Only Go “Pop”!» New York Times, August 29, 2004, sec. 4, p. 1; «World Population Profile: 1998 – Highlights», U.S. Census Bureau , March 18, 1999, www.census.gov.ipc/www/wp98001.html .
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Kathy Chen, «China Sees Growth in Toy Market», Wall Street Journal , December 2, 2003, p. B4; Sally D. Goll, «Marketing: China’s (Only) Children Get the Royal Treatment», Wall Street Journal , February 8, 1995, p. B1.
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Sebastian Moffett, «Senior Moment: Fast Aging Japan Keeps Its Elders on the Job Longer», Wall Street Journal , June 15, 2005, pp. A1+.
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«Futher Along the X-Axis», American Demographics , May 2004, pp. 21—24.
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John Rodwan Jr., «Seeking Growth: Convenience Store Volume Increases to 12 Percent», National Petroleum News , May 2005, p. 19; «Top-10 U.S. Soft Drink Companies and Brands for 2000», Beverage Digest, February 15, 2001.
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Brian Grow, «Hispanic Nation», Business Week , March 15, 2004, pp. 58—70.
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Laura Koss-Feder, «Out and About», Marketing News, May 25, 1998, pp. 1, 20.
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«Rural Population and Migration: Overview», Economic Research Service, U.S. Department of Agriculture.
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Christopher Reynolds, «Magnetic South», Forecast , September 2003, p. 6.
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David Leonhardt, «Two-Tier Marketing», Business Week, March 17, 1997, pp. 82—90; Robert H. Franc, «Yes, the Rich Get Richer, but There is More to the Story», Columbia Journalism Review, November 1, 2000.
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Louise Lee, «The Gap as Reason to Dance Again», Business Week , April 19, 2004, p. 42.
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Anthony Garritano, «Eyeing Lending Tree Deal’s Implications», Origination News , October 2004, p. 50.
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Stephen Baker and Manjeet Kripalani, «Will Outsourcing Hurt America’s Supremacy?» Business Week , March 1, 2004, pp. 84—94; Jennifer Reingold, «Into Thin Air», Fast Company, April 2004, pp. 76—82.
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«Where Does the Time Go?» American Demographics , April 2002, p. 56.
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Pamela Paul, «Corporate Responsibility», American Demographics , May 2002, pp. 24—25.